The NGOs need the same skills as startups use: experts
Hyderabad, June 24, 2025 – With over 3 million registered NGOs but less than 10% consistently funded, India’s non-profit sector faces a paradox: a country rich in social causes, yet struggling to unlock sustainable funding.
To address this critical gap, Lodge Keys No. 297, a primary wing of Freemasons and a leading grassroots impact forum, hosted a Panel Discussion titled “How to Raise Funds for an NGO or a Cause?” this weekend in the city . Over 110 people attended the panel discussion and four panellists deliberated. Prof Satya Kiran, Vice President of EThames Business School moderated the panel discussion.
This high-impact discussion brought together fundraisers, philanthropists, NGO leaders, and CSR heads to explore modern fundraising strategies, donor engagement models, and the evolving intersection of social impact and business thinking.
“We want to move fundraising from sympathy to strategy,” said D. Ramchandram, the Project Lead of Lodge Keys No. 297.
“NGOs today need the same tools that startups use — storytelling, CRM, emotional branding, and conversion funnels. Fundraising is not begging — it is building trust,” said Rajesh Vetcha, a panellist. Rajesh is the Founder of Hyderabad Runners Society.
One of the featured panelists was Vivekanand Arya, the UP-based teacher-activist who through their novel and first of its kind of initiative ‘Teachers Self Care Team (TSCT) mobilized ₹50 lakh from micro-donors with just a ₹16 contribution, helping over 350 plus teachers and influencing ₹148 crore worth of aid — an example of how emotionally resonant campaigns can scale when powered by purpose. Transparency, trust, and storytelling are key for any NGO to gain the trust of the donors. The donors should trust that their money will be well spent.
Key themes discussed were
- How to craft compelling fundraising narratives that convert
- Tools & tech used in modern NGO fundraising (CRMs, donor analytics)
- The psychology of giving — what motivates donors
- Why CSR heads are seeking grassroots NGO partners for effective last-mile delivery
- Bridging the trust deficit through transparency and storytelling
“India doesn’t lack good work. It lacks funding models that are scalable, structured, and strategic,” added Prof. Satya Kiran from EThames Business School who moderated the panel.
Charity runs globally raise over $1.2 billion annually. In India, the Hyderabad Marathon is one of the few that actively channels proceeds to local causes.
A record $ 51 million is raised for charitable causes at the 2025 Boston Marathon. Hundreds of organisations benefit as part of the Boston Marathon. Total charitable fundraising since the official charity program’s inception in 1989 stands at over $600 million.
The Tata Mumbai Marathon doesn’t lag. It and has raised 54 crore for social causes in its 20th edition in the year 2025. This makes it India’s largest sporting philanthropy platform. According to the Procam TATA Mumbai Marathon, the event has consistently served as a platform for raising funds, with over ₹429 crore raised for 740 NGOs since it began the charity program. Informed Rajesh Vetcha.
Rajesh Vetcha, Founder and Mentor of Hyderabad Runners Society, and one of the panelist, turned running into a movement — and a philanthropic vehicle. His ability to merge fitness, civic engagement, and giving shows how events can be leveraged for consistent community fundraising.
“Run for a cause, not just a medal.”, said Rajesh
Over 80% of terminally ill Indians die in pain without access to palliative care. Hyderabad is proud to have Sparsh Hospice, which offers free end-of-life care with compassion and dignity. Their fundraising narrative is anchored in human need, not just data, helping them connect deeply with donors and corporations alike. It spends Rs 50 lakh a month to run the palliative care centre. ‘The true test of a society is how it treats its terminally ill.”, Suresh Reddy, another panellist who is Founder Trustee of Sparsh Hospice, said.
“Small contributions, when driven by purpose, create big change. You don’t have to be wealthy to make a difference — you just need to care. ₹100, ₹500, or ₹1,000 — when many give a little, the impact becomes massive said Mr Suresh Reddy and explained “Guardian Sparsh’ an initiative they launched exactly on this premise.
The “Guardian of Sparsh” program invites citizens to become monthly donors — starting at just ₹500 — to support free, high-quality in-patient, out-patient, and home care services for terminally ill cancer patients, he added.
The aim is to onboard at least 5,000 Guardians, helping Sparsh with continuous support. Sparsh Hospice needs ₹50 lakh per month or ₹6 crore per year — the estimated cost to keep its services entirely free, he shared.
“Corporate Social Responsibility is not a donation — it’s an investment in future markets.”, added Prof Satyakiran
India’s CSR law mandates companies to spend 2% of their profits on social causes, creating an annual pool of over ₹20,000 crore said Sushanth of Barkkey, who supported the event.
The CSR ecosystem in India, with an annual pool of over ₹20,000 crore, has opened up a wide array of business opportunities for both for-profit enterprises and social sector entrepreneurs, the panellists added.
“You don’t build a brand around charity — you build it around purpose” said Kamal Nayak, a recognised Social Impact Leader, who redefined urban engagement with his NGO Good Universe. From menstrual hygiene to climate action, his work exemplifies how strategic storytelling and community-building can open funding doors, even in underserved spaces
The session was organised as part of Lodge Keys’ CPR Ambassadors Program, which focuses on empowering everyday citizens and grassroots changemakers. The event invited participation from CSR leaders, fundraising professionals, impact investors, and social enterprises.
“It’s time we treat fundraising as a leadership function, not an afterthought. Just like a CEO builds capital, a changemaker must learn to build trust, networks, and fund, Kamal Nayak added.